Wakefield Melanie, Flay Brian, Nichter Mark, Giovino Gary
Centre for Behavioural Research in Cancer, Cancer Control Research Institute, The Cancer Council Victoria, Carlton, Australia.
J Health Commun. 2003 May-Jun;8(3):229-47. doi: 10.1080/10810730305686.
This paper reviews empirical studies, encompassing community trials and field experiments, and evaluates government-funded anti-smoking campaigns, ecologic studies of population impact of anti-smoking advertising, and qualitative studies that have examined the effects of anti-smoking advertising on teenagers. We conclude that anti-smoking advertising appears to have more reliable positive effects on those in pre-adolescence or early adolescence by preventing commencement of smoking. It is unclear whether this is due to developmental differences, or is a reflection of smoking experience, or a combination of the two. In addition, it is evident that social group interactions, through family, peer and cultural contexts, can play an important role in reinforcing, denying, or neutralizing potential effects of anti-smoking advertising. Although there is some research to suggest that advertising genres that graphically depict the health effects of smoking, emphasize social norms against smoking, and portray the tobacco industry as manipulative can positively influence teenagers, these findings are far from consistent. Finally, the effects of anti-smoking advertising on youth smoking can be enhanced by the use of other tobacco control strategies, and may be dampened by tobacco advertising and marketing. Overall, the findings of this review indicate that there is no single "recipe" for anti-smoking advertising that leads to reductions in youth smoking. Anti-smoking advertising can influence youth smoking, but whether it does in the context of individual anti-smoking campaigns needs to be the subject of careful evaluation.
本文回顾了包括社区试验和现场实验在内的实证研究，评估了政府资助的反吸烟运动、反吸烟广告对人群影响的生态学研究，以及考察反吸烟广告对青少年影响的定性研究。我们得出结论，反吸烟广告通过防止开始吸烟，似乎对青春期前或青春期早期的人群具有更可靠的积极影响。目前尚不清楚这是由于发育差异，还是吸烟经历的反映，抑或是两者的结合。此外，很明显，通过家庭、同伴和文化背景的社会群体互动，在强化、否定或抵消反吸烟广告的潜在影响方面可以发挥重要作用。尽管有一些研究表明，以图形方式描绘吸烟对健康的影响、强调反对吸烟的社会规范以及将烟草行业描绘为具有操纵性的广告类型可以对青少年产生积极影响，但这些发现远非一致。最后，反吸烟广告对青少年吸烟的影响可以通过使用其他烟草控制策略来增强，并且可能会受到烟草广告和营销的抑制。总体而言，本次综述的结果表明，不存在单一的反吸烟广告“配方”能导致青少年吸烟率下降。反吸烟广告可以影响青少年吸烟，但在个别反吸烟运动的背景下它是否能起到作用需要仔细评估。
